2011 MCM 100 Top 5: Vitamins/Supplements

The vitamin, mineral and supplement market in the U.S. is $11 billion, according to research and consulting firm TABS Group (although some other groups estimate it at closer to $20 billion.

About 11% of the sales come from the online/catalog channel, according to a TABS study conducted last year.

1. NBTY: $246.0

2. Vitacost.com: $220.7

3. Swanson Health Products: $102.0*

4. Vitamin Shoppe: $83.5

5. Indiana Botanic Gardens: $20.0*

(Direct sales in millions)
* estimate

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